What Will Lamborghini Be Like In 100 Years?
In an interview in early 2016 with Digital Trends, Lamborghini’s CEO, Stephan Winkelmann, discussed the company’s incredible success… and its future. There is no doubt that the Lamborghini still represents the ultimate dream car for many buyers. Hundreds of horsepower churning away under you is nothing to laugh at… and the Lamborghini represents the pinnacle of automotive supercar development for a lot of car enthusiasts out there (which explains the cars’ popularity with so many wealthy buyers). In 2015, Lamborghini saw its best sales year yet, delivering three thousand, two-hundred and forty-five cars. A lot of these were the ten-cylinder Huracan model. Now, a few thousand cars doesn’t sound like a lot, does it? For Lamborghini, though, that number represents new heights of sales. In a hundred years, who knows how many thousands of Lamborghinis might be finding their way into the hands of eager owners each year?
Also in 2015, Lamborghini brought their new Aventador SuperVeloce to the world. These are absolutely incredible Lamborghinis, easily the most impressive supercars every turned out by the company. If you want to get your hands on a new Aventador, well, you’re out of luck unless you’ve got a lot of patience, because the available Aventadors are already spoken for. Yet with all of this incredible success, there’s still a lot on the horizon for Lamborghini, and that means that the next one hundred years could be very special for this iconic automobile manufacturer.
Winkelmann, in his Digital Trends interview, was very enthusiastic about the history of Lamborghini and the future of this remarkable company. He pointed out that the company started in 1963 and has manufactured multiple different cars over the years, including the first luxury SUV, the LM002. “I think there is an expertise,” Winkelmann told Digital Trends, “and the brand is ready: We feel it; we see it; we perceive it; and we get the feedback from customers and non-customers. It has to be the most powerful and fastest SUV, and it has to have off road capabilities. It doesn’t need to be a pure off-roader as this is not the mission. It has to look like a Lamborghini, this is granted, and you will immediately recognize that this can be nothing else. This is one of the cornerstones of our design approach — [our cars] always have to be very different from each other, but have to be immediately recognizable. We also did clinics all over the place – U.S., Middle East, Europe, Asia — and we had tremendous feedback based on the car that we showed in Beijing in 2012. Therefore, we are pretty confident that there will be no hiccups in the presentation.”
As far as the technology that will carry Lamborghini into the future, Winkelmann spoke enthusiastically of connectivity and “infotainment.” He is speaking, of course, of the trend in making cards more and more electronics focused, with WiFi hotspots, entertainment centers, Bluetooth, and other modern conveniences. These are luxuries that consumers are already taking for granted on mundane passenger vehicles, even the base models. Lamborghini naturally has to make its own cars that much more connected and fully featured in order to stay apace of expectations. These are luxury sports vehicles, after all, and Lamborghini has a considerable reputation to uphold. Even Winkelmann spoke of what consumers are taking for granted, saying they expect such connectivity as a given. He did stress that Lamborghinis are about the driving experience first, however, which is the whole point of buying one.
Lamborghini’s latest luxury SUV also represents the future of Lamborghini in the next 100 years. The incredible popularity of cross-over vehicles in the general market points to the desire among consumers, even those buying expensive luxury supercars, to have the features of a sport-utility vehicle at hand. That makes the luxury SUV a good portion of the next 100 years of Lamborghini, as the company continues to give the consumers what they want. This begs the question: What about self-driving cars? That is definitely a trend that will figure prominently in the automobile industry over the next one hundred years. But Lamborghinis are sports cars meant to be driven, cars that, arguably, are bought for the driving experience they provide. Does this leave any room in the Lamborghini lineup for a car that drives itself?
Winkelmann believes, according to Digital Trends, that the future of such technology in the context of Lamborghini has to do with “driving assistance.” This means giving the driver more options, such as assisting the driver with parking or maybe even with stopping in the face of sudden road hazards, but never taking the driver out of the equation. A self-driving Lamborghini… well, there wouldn’t be much point in such a vehicle, would there?
Meanwhile, Lamborghini’s Huracan model has seen fantastic sales. Winkelmann hints at cars to come that could point to the direction the company is moving in the next one hundred years, such as a roadster and coupe that is a tribute Ferruccio Lamborghini’s one-hundredth birthday. The prototype has already been shown around the world and more is coming. There’s also the possibility of carbon fiber becoming a major component. Cars made completely of carbon fiber might well be part of Lamborghini’s future in the next 100 years. And there are also motorsports to be considered. One certainly cannot count Lamborghini out of those in the coming years.
It’s always risky to speculate about the future. Futurist magazines and technology predictors are notoriously inaccurate. Just a glance at “Popular Mechanics” magazine will show you how hilariously wrong the magazine often got predictions about the future of technology, including automobiles. But Lamborghini, as a company with a unique history, stands to walk… er, drive… proudly into its future. The next one hundred years will prove to be fascinating as this spectacular supercar company continues to innovate. And who knows? Sales in one hundred years could make last year’s record-breaking sales look paltry by comparison. We will simply have to wait and see where the company will be in the next century.